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Digital Strategies for Luxury Brands ,[object Object],[object Object]
A broad look ,[object Object],[object Object]
Luxury brands  must  have a strong presence online ,[object Object],[object Object]
What does digital mean for a luxury brand? ,[object Object],[object Object],[object Object],[object Object]
10 ways to engage with luxury consumers online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The spectrum of accessibility and exclusivity ,[object Object],[object Object],Awareness of the brand’s promise is  accessible . ACCESSIBLE EXCLUSIVE Acheivement of the brand’s promise is  exclusive .
Where does digital fit into the spectrum? ,[object Object],[object Object],* There are other uses, too, but we’ll get to that later. * There are other uses, too, but we’ll get to that later. Print TV In-store Events VIP service Digital * ACCESSIBLE EXCLUSIVE
1. Digital’s primary role: communicate the dream ,[object Object],[object Object],[object Object],[object Object]
Differentiate a traditional site experience ,[object Object],Although it follows the traditional luxury paradigm of a Flash-heavy siloed experience, the Hermes web site is well done because of its light-hearted, whimsical visual tone. The playful spirit is consistent through the interactions, content, and features. Tiles in a virtual mosaic lead to product information, video montages, company history, and virtual games. http://www.hermes.com/
Engaging potential customers through social content ,[object Object],[object Object],[object Object],[object Object],http://www.facebook.com/gucci
Exclusive backstage access in a very public forum ,[object Object],During Fashion Week in NYC, MAC makeup artists were tweeting from backstage and engaging the community in dialogue around the latest in beauty trends. This is a good example of how social media can enhance the brand’s image rather than cheapening it. http://www.product-girl.com/archives/mac-cosmetics-twitter-new-york-fashion-week-2008/
Highlighting the most exclusive products ,[object Object],An online TV channel that covers new and exciting car models. It also details endeavors into gaming and other elements relevant to car enthusiasts (both current and potential prospects). It features various models through artistic videos which highlight the vehicles’ performance.The site also uses Youtube, Facebook, and Twitter as platforms to keep fans up to date on new episodes and developments.  http://www.mercedes-benz.tv/
2. Digital as a piece of the larger puzzle ,[object Object],[object Object],[object Object],[object Object]
Documenting and publicizing an event ,[object Object],Grey Goose had an extensive partnership with the Toronoto Film Festival, in which they sponsored awards and parties. The blog catalogued the Grey Goose team’s journey and experiences at the festival and provided documentation on the parties, thus providing virtual access to the exclusive event. http://blog.greygoose.com/
Supporting an iconic event with an online showcase ,[object Object],Cartier celebrated its 100 year anniversary with number of commemorative events: an exhibition in the Cartier Mansion in NYC, a touring exhibit of iconic pieces, celebrity events, and a photography book. Each of these efforts has a gorgeously designed online counterpart, which allows consumers to experience the events even if they couldn’t actually attend. http://www.centennial.cartier.com/#/grid
3. Tell a great story ,[object Object],[object Object]
Articulate the mood of the brand ,[object Object],The Chanel video featuring Audrey Tautou ignited conversations online because of its value as a piece of film and its storytelling.The companion web site treated the video similarly to a movie release - it included behind the scenes information, screensavers, and photographs which enhanced the experience. http://www.chaneln5.com/
Create engagement through interactive storytelling ,[object Object],The interactive website showcases personal stories from groundbreaking astronauts. Even without the Louis Vuitton brand the web site is fascinating for both its content and the way in that the stories are told - they overlap and the consumer can chose to follow each astronaut individually.  http://www.louisvuittonjourneys.com/#/en_US
4. Be a cultural tastemaker ,[object Object],[object Object],[object Object],[object Object]
Celebrate acheivements that resonate ,[object Object],Cartier’s Women’s Initiative Awards is an annual awards event that celebrates five promising female entrepreneurs. Because the awards celebrate female business initiative, they are relevant to Cartier’s audience and also match the brand’s spirit of acheivement. http://www.cartierwomensinitiative.com/cms/
Recognize innovators who align with the brand’s values ,[object Object],The Rolex Awards recognizes pioneering projects that demonstrate innovative thought and contribute to the betterment of humankind. The awards were established in 1976 and have received and evaluated 25,800 submissions.This aligns with Rolex’s brand position of unwavering excellence and precision, within the realm of improving the global good. http://rolexawards.com/en/the-laureates/index.jsp
Present acheivers in the arts in a unique way ,[object Object],Grey Goose partnered with the Sundance channel to create a critically acclaimed television series that features dynamic encounters between two well-known innovators from different fields.This example goes beyond simply developing or sponsoring tastemaker content to create a brand new format that is highly engaging for consumers. http://www.greygoose.com/#/global/en/entertainment/iconoclasts/
Recognize influencers on the rise ,[object Object],Grey Goose recognizes eight of the world’s most influential new urban artists in a bi-weekly television event that airs on BET. This example is valuable because it is a partnership between a brand and a trusted entertainment network. Additionally, it highlights artists with grassroots beginnings and huge followings - including Kid Cudi, who built his initial popularity online. http://www.greygoose.com/#/global/en/entertainment/risingicons/
Allow an established artist to curate content ,[object Object],Rather than presenting themselves as cultural tastemakers, Hennessy went another route by partnering with respected musicians and allowing them to curate the best in upcoming artists.This effort also includes a serires of global concerts, which are documented and presented online. http://www.hennessy.com/#/en_US/artistry
5. Be a trusted guide to lifestyle enhancement  ,[object Object],[object Object],[object Object],[object Object]
Partner with respected lifestyle guides ,[object Object],Cadillac partnered with Luxist, the top blog for luxury lifestyle content, to sponsor the “Cadillac-ipedia”. This branded section of the site aggregates all of the blogs lifestyle tips and tricks by topic.Because Luxist is already well-established (600K monthly visitors), this partnership provides Cadillac with a larger audience than it would have on its own. http://www.luxist.com/cadillacipedia
Provide on-the-go culturual recommendations ,[object Object],Gucci has an iPhone app that offers users exclusive access to Gucci fashion, videos, and products. Additionally, the Gucci “Little Black Book” offers users recommendations for local restaurants, shopping, and cultural events based on the user’s current GPS location. Gucci iPhone App
6. Use history as a way to push forward ,[object Object],[object Object],[object Object]
Showcase a history of technical innovation ,[object Object],The Lamborghini Museum opened in 2001 to celebrate the company’s ongoing commitment to producing the best “dream cars”. The Lamborghini web site has a corresponding virtual museum that highlights the technological milestones of the brand. http://www.visit-lamborghini.com/#gallery
Celebrate a history of iconic style ,[object Object],The Cartier Centennial web site highlights the brand’s history of creating iconic jewelry through an interactive mosaic. This gives access to people who can’t attend the real-world tour dates. http://www.centennial.cartier.com/#/grid
Draw parallels with historical moments ,[object Object],The Louis Vuitton Journeys web site features interactive videos featuring Jim Lovell, Buzz Aldren, and Sally Ride: all pioneers in space travel. Louis Vuitton’s respected and long brand history is a vehicle to tell captivating stories about great journeys in history. http://www.louisvuittonjourneys.com/#/en_US
Use history to build brand mythology ,[object Object],There’s a sense of mystery around the life of Jack Daniel, and this aura is elevated in the way the brand communicates: i.e. – the #7 on the bottle, the distilling process, Daniels’ first foray into bourbon, and even his death. http://www.jackdaniels.com/TheDistillery/Default.aspx?st=cavespringwater
7. Encourage the spirit of competition  ,[object Object],[object Object]
Emphasize collaboration through sport ,[object Object],Damiani organized a team made up of both professionals and amatuers to compete in a ragata in the Mediterranean.The mixture of professional and amateur participants maintained a collaborative spirit with the excitement of the competition. http://www.damiani.com/index.php?lng=eng
Engage fans with product customization and design ,[object Object],Coach created a contest allowing participants to design, share, and rate Coach bag designs. The winning tote sold as a limited edition item. This contest was successful because it engaged a committed fan base by allowing them to participate in the creation of the product itself, within the parameters defined by the brand. http://www.brickfish.com/fashion/Coach?tab=overview
Encourage fans to enlist their social networks ,[object Object],Lexus sponsored a contest where the prize was a one-year lease for their latest hybrid model. They asked fans to post a profile and statement about why they should win. The contest gained a lot of buzz, and the winner used many social media networking techniques to gain votes. http://www.drivehs.com/
8. Talk to younger luxury consumers ,[object Object],[object Object]
Create a forum for listening to young consumers ,[object Object],Mercedes created a branded social network available only to Gen Y consumers that allows Mercedes to interact with younger consumers and to solicit feedback on vehicle design decisions.  http://www.generationbenz.com/
Creating a forward facing product line ,[object Object],Burberry created “Burberry Prorsum”, a forward-facing fashion line aimed at a younger audience. The spokesmodel, Emma Watson, is 19-years-old, and is known for her work in the Harry Potter movies.Burberry has publicized this brand on its Facebook page, a location that can be assumed to have a younger audience than other locations. They highlight the new fashion line with behind the scenes videos, photos, and other exclusive information. http://www.facebook.com/burberry
9. Offer incomparable service ,[object Object],[object Object],[object Object]
In-person customer service, online ,[object Object],Astley Clarke is a web site that sells high-end, exclusive jewelry. To address the challenges of selling high-ticket items online, they  offer an extensive personal shopper program that provides immediate assistance to their customers. Additionally, customers have access to free returns, same day deliveries, and bespoke services. http://www.astleyclark.com/
Provide a service that can’t be replicated offline ,[object Object],Covet is a virtual personal shopper that analyzes the user’s style based on a series of quick questions. Based on the results, it provides style recommendations and shopping deals.This service uses the advantages of web interactivity and data analysis to provide a highly personalized service that can’t be duplicated in other channels. http://www.covet.com/
10. Use digital to convey exclusivity ,[object Object],Print TV In-store Events VIP service Digital  ACCESSIBLE EXCLUSIVE
Create a members-only tool and library ,[object Object],Lexus has an exclusive online community that allows Lexus owners to manage information about their car. Additionally, the Lexus Magazine provides lifestyle content available only to Lexus owners. http://drivers.lexus.com/
Provide valuable content to customers only ,[object Object],Lamborghini has an online magazine that can only be accessed through a relationship with a Lamborghini dealer.  http://www.lamborghini.com/magazine/index_eng.html
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Digital strategies for luxury brands

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